When 70% of the customer sales cycle is complete before lead generation happens, visibility in search is vital to success. This talk covers organic search marketing trends that are making an impact on the traditional sales cycle and tactical applications that will turn search into a new viable lead source. Utilizing ZOG Digital’s proprietary research tool, this talk will also highlight the forecasted search marketing opportunity for businesses in the life sciences industry.

1. 2015
Annual
Mee-ng
Search Marketing Trends, Forecasts &
Application for Life Sciences
Rachael Zahn
@RachaelZahn | ZOGDigital.com | RachaelZahn.com

2. 2015
Annual
Mee-ng

3. 2015
Annual
Mee-ng

4. 2015
Annual
Mee-ng

5. 2015
Annual
Mee-ng

6. 2015
Annual
Mee-ng
“The Original Google Platform, 1998.” Source: Top Design Mag, 2015.

7. 2015
Annual
Mee-ng
“First Google Team, California 1999.” Source: Top Design Mag, 2015.

8. 2015
Annual
Mee-ng
Trends - Mobile Leads, Quality Improves
Source: Google Internal Search Data, based on pre-categorised queries for the Pharmaceutical Manufacturing / Life Sciences Industry.

9. 2015
Annual
Mee-ng
Trends - Content to Query Alignment
Source: Google Internal Search Data, based on pre-categorised queries for the Pharmaceutical Manufacturing / Life Sciences Industry.

10. 2015
Annual
Mee-ng
Trends – Buying Journey Support
“The Scientific Buying Journey” Source: Persuading Scientists, Marketing to the World’s Most Skeptical Audience, Hamid Ghanadan, 2012.
• Recognition (Beginning) > Leadership Content
• Brand Awareness, Sales Support
• Exploration (Middle) > Education Content
• Brand Insurance, Sales Support
• Evaluation (End) > Persuasion Content
• Lead Generation, Sales Support

11. 2015
Annual
Mee-ng
Trends – Pre-Lead Journey Support
“The Customer Journey” customized for Large Business & Industrial Companies, US. Source: Google Think Insights, 2015.
Generic Paid Search Branded Paid Search Organic Search

12. 2015
Annual
Mee-ng
“Micro-Moments” Source: Google, https://www.thinkwithgoogle.com/micromoments/, 2015.

13. 2015
Annual
Mee-ng
Forecast – Digital Marketing Spend
Source: Forrester Research Digital Marketing Forecasts, 2014 to 2019 (US). Note: All numbers rounded down.

14. 2015
Annual
Mee-ng
Forecast – Search Marketing Spend
Source: Forrester Research Digital Marketing Forecasts, 2014 to 2019 (US). Note: All numbers rounded down.

15. 2015
Annual
Mee-ng
Forecast – Keyword Revenue Tool©
• Measure & Value Search Market Share & Growth
• Forecast Revenue or Lead Count / EVA
• Keyword-Level Insights
• Competitive Intel
Keyword ROI Calculator
+ Active Optimization
+ Forrester Validation
= Predictable Results
Existing
Growth
All

16. 2015
Annual
Mee-ng
Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

17. 2015
Annual
Mee-ng
Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

18. 2015
Annual
Mee-ng
Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

19. 2015
Annual
Mee-ng
Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

20. 2015
Annual
Mee-ng
Keyword Revenue Forecasting Tool ©, ZOG Digital, 2015.

21. 2015
Annual
Mee-ng
Application – Content-Centric Approach
• Foundation for All Marketing Channels
• Enterprise-Wide Content Support
• Supports Buying Journey / Micro-Moments

22. 2015
Annual
Mee-ng
Application – Active Optimization™
• Setup Performance Analytics & Goals
• Content Refresh & Distribution
• On-Page SEO
• Link Building SEO
• Refined Paid Search & Landing Pages
• Web Support
• Continual Monitoring

23. 2015
Annual
Mee-ng
“The Periodic Table of Success Factors” Source: Search Engine Land, http://selnd.com/seotable, 2015.

24. 2015
Annual
Mee-ng
Application – Enhanced Reporting
• Search Market Share
• Organic Search Rank (PAR/PCR)
• Link Profile & Referral Traffic
• Paid Search Performance
• Site & Content Performance
• Competitor KPI Performance

25. 2015
Annual
Mee-ng